Kissimmee - Conventions and Visitors Bureau - TV

Make More Dreams Come True Campaign

Situation

For years and years, Kissimmee was seen as the inexpensive way to visit Disney. This perception was reinforced by Kissimmee’s advertising, which promoted two core benefits to the Kissimmee brand: affordability and adjacency. And for years this was an effective strategy. But several market forces combined to upset the apple cart and change Kissimmee’s playing field. Suddenly, Disney had affordable properties; Kissimmee had upscale properties, and consumers wanted more authentic vacation experiences.

Solution

Based on analysis and insights from CVB research and focus groups, we scrapped the direct response TV approach and a new brand advertising campaign was developed. The campaign centered around the promise of giving your family more time, more experiences and more fun. And by doing so, it empowers you to be better parents. Our tagline, "Make More Dreams Come True," communicates the message in a memorable way. For our TV campaign, we turned our young actors loose in Kissimmee’s theme parks and attractions. Then, with a hidden camera, we asked them to describe their experiences. The result was a series of engaging, authentic spots – the most popular being “Alec," starring a pint-sized Wayne Newton look-alike.

Results

Even with the change from a direct responsedriven campaign to a pure brand message, our results were quite impressive. The objective was to driv e traff ic to the 800# and the Kissimmee Web site. The ads produced 6,135 telephone inquiries and 78,541 web visitors. As a result, 19,780 people visited Kissimmee generating 50,389 room nights. That equates to an economic impact of $9,123,031 and an ROI of 2.97:1.